by Adrian-Liviu Dorofte

Mercedes-Benz opens first “Visionary Store” in Milan: Visionary showroom concept for the market launch of the new A-Class

Mercedes-Benz is accompanying the market launch of the new A-Class in Italy with a completely new showroom concept. Adding a new attraction to Milan, the first “Visionary Store” was opened on Thursday evening by Mercedes-Benz Head of Sales and Marketing Dr. Joachim Schmidt. Customers and other interested parties can now experience the new A-Class in a completely new way – in both the real and virtual worlds. Nico Rosberg, driver for the MERCEDES AMG PETRONAS F1 Team, was the first to enjoy the features of the new showroom located in the shadow of Milan Cathedral.

With the “Visionary Store”, Mercedes-Benz is also taking a completely new approach to the way it addresses customers. Since 2009, Mercedes-Benz galleries and showrooms worldwide have been setting highlights in the presentation of the brand and its products. This year, the A-Class roadshow through 90 European cities is setting new benchmarks in event marketing. The latest high point in the Mercedes-Benz vision of a new sales approach is now the interactive “Visionary Store”, which fits in perfectly with the new A-Class as an ambassador of intelligent and networked mobility. Even closer to the customer, an even more direct brand and product experience and even more networked – this is the mission of the new showroom concept in Milan. “The customer is now the star, even more than before,” said Dr. Joachim Schmidt, Executive Vice President Sales and Marketing, Mercedes-Benz Cars at the opening event. “He can now experience our vehicles in two worlds at once – the real and the virtual. Together, they offer a completely new vehicle experience.”

With the new “Visionary Store” Mercedes-Benz has created a fascinating mix of emotion and information to offer a unique infotainment experience that present cars with a technology perfectly in tune with young, modern people. Customers can get to know their ideal car in an interactive manner before it actually exists.

Nico Rosberg was impressed with the “Visionary Store”: “I love the interactive opportunities that I’m presented with in this showroom. I was able to configure my dream A-Class, a white A 250, in two minutes on an iPad and then share it with my friends via Facehook. Just like the A-Class itself, the concept fits perfectly to Mercedes-Benz and will surely appeal to new, young target groups.” Right after the virtual journey, on which he was able to follow the configuration of his A-Class on a giant screen attached to Milan Cathedral, Rosberg then stepped for real into his dream car.

Amazing technology for all the senses

The “Visionary Store” offers a perfect symbiosis of state-of-the-art presentation and communication technology such as tablet PCs, Wi-Fi, augmented reality, gesture-controlled Kinect technology and latest generation of apps. The visitor thus has many different ways of interacting not only with his ideal car, but also with his friends and acquaintances. Be it with pure information, video material or “shares” in the social network, the experience of the brand and its products becomes a unique and fascinating experience for all the sense – and Milan is one attraction richer.

Credits: Daimler AG

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